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Apple has made a few controversial decisions in rejecting applications for its App Store and in his first detailed interview on the subject, Apple Senior Vice President Phil Schiller outlines three broad categories for the spurned apps. The company turns down most of them for technical bugs, 10% for "inappropriate content" -- ones that might hijack personal data or promote lawbreaking -- and a very small amount that infringe on Apple's copyright protection. "If you don't defend your trademarks, in the end you end up not owning them," Schiller said.

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